The bank serves over one million clients, operates 174 banking center and employs 3.500 people in Germany. SEB is one of the largest banks for consumer banking with a nationwide center network.
The project
- Development of a target group segmentation based on the customers’ needs with the objective for an efficient CRM planning and controlling
Creation of the basis necessary to build customer insight (processes, IT, management tools)
Objectives and results:
- Target group based CRM- Management
- Elaboration and implementation of a target group concept including:
- Realization of a feasibility study (Business Case, elaborating a detailed project approach)
- Segmentation, description of the segments and statistical analysis of the customer data of SEB
- Design, realization and analysis of a test campaign, including elaboration of optimization measurements
- Definition and prioritization of further measures for a long-term implementation
- Steering of IT implementation
- Statements about the basis of customer data (e.g. revenue analysis, product analysis, descriptions about data quality)
- Elaboration of a segment manual with a detailed description of the target group (including affinities towards product and channel)
- Compilation of management tools (including cross selling matrix, estimation of potential using segment-market-comparison)
- Elaboration of the technical IT concept and the segment algorithm as a base for IT-implementation